Sweet Success: How We Supercharged Organic Sales for Monty Bojangles

Monty Bojangles’ Amazon content didn’t reflect their newly-updated brand guidelines, and wasn’t reaching its potential in terms of visibility and sales.

Our full content refresh supercharged engagement and sales, showing just how essential content can be in the Amazon buyer journey.

• 65% increase in conversion rate.
  
  
• 154% increase in purchases.
  

The Challenge

Monty Bojangles, an artisan chocolate brand specialising in gift-boxed truffles, had been on Amazon for over a year. Despite some early successes, they were beginning to slip as a bestseller in the competitive confectionery niche, and needed to raise the standards of their Amazon content.

Our Solution and Strategy

The Wake content team started out by getting to know Monty Bojangles’ brand with a visit to the company HQ and detailed, weekly calls with their marketing team and CEO. This helped us build a full understanding of what sets their products apart from their close competitors, and the philosophy that drives their relationship with their audience.

From there, we rolled out a full content optimisation of their highest-value product listings, including:

• SEO copywriting for all listings in the Monty Bojangles catalogue, targeting high-volume keywords to maximise each product’s organic rankings across three countries.
  
  
• More than 11 A+ Premium content pages, with video footage embedded and hover-over images to increase dwell time and engagement. Each page was carefully designed to give Amazon users a more complete idea of the brand identity, and enhance the shopping experience with high-quality visuals.
  
  
• A full refresh of Monty Bojangles’ brand store, making sure their best selling pages had links from the top of the home page, and that the store had had auto-play video to bring the page to life. that we had shoppable images to increase engagement with the page. brand’s flagship products.
  
  
• A new brand story providing essential information on Monty Bojangles’ identity in an engaging interactive carousel, highlighting top sellers and updating the highlighted products in-line with seasonality.

The Results

Once the content was approved and live on Amazon, we started seeing positive effects almost immediately.

In just three months, we saw significant improvements in organic KPIs, thanks to the increased engagement with the new content.

Organic KPIs + 3 months:

• 31% increase in conversion rate.
  
  
• 149% increase in purchases.
  

The following July, nearly a year after the content went live, organic engagement signals were still going strong, showing a long-lasting positive impact from our content optimisations:

Organic KPIs + 11 months:

• 65% increase in conversion rate.
  
  
• 154% increase in purchases.
  

Adjusting for seasonality, we analysed the client’s key metrics compared to the same period in the previous year and saw an exponential increase in performance, proving the influence of our content optimisations was here to stay:

Organic KPIs YoY

• 141% increase in conversion rate.
  
  
• 75% increase in purchases.
  

Meet the Experts

Danielle Thompson

Danielle is a true content marketing veteran who has worked on both sides of the Amazon-brand relationship.

After 3 years as a Lead Site Merchandiser for Amazon, she filled a number of in-house and agency-side roles in ecommerce marketing, before joining WAKE in 2024 as our Head of Content.

“I’ve always admired the original Monty Bojangles branding, so updating their on-site presence to reflect their new vision was a bittersweet process. That said, I’m incredibly proud of how we delivered work that the client not only loves, but that’s also driving strong conversion results. By rolling out updates in three phases, we made the process manageable for the client while prioritising best sellers and ensuring they were perfectly positioned for peak season.”

Make Your Amazon Content Work for You

Amazon content marketing is highly competitive. However, with a team of experts in your corner, you can ensure you’re following best practices for SEO, images, and A+ content, and maximise your chances of organic visibility and increased sales.

Ready to make your Amazon listings work for you?